Activation

Virtual Fitting

When: November Where: Los Angeles, Atlanta

Mastercard will create an augmented reality spectacle at the intersections of fashion and e-Commerce 1 , increasing the notion that Mastercard is a good way to pay for online purchases. Millennials do 60 percent of their shopping online, but the common complaint with shopping online is the lacking visualization of the potential products they wish to buy 2 .

To mitigate this challenge Mastercard will create an experience that allows participants to virtually try on clothes, prior to purchasing them online. A digital screen will render participants likeness, allowing them to scroll through products from a variety of different retailers (ASOS, Bonobos, J.Crew) on their very own digital self. After selecting their fashion masterpiece, they will have the opportunity to purchase the bundle by saving their card-onfile. People passing by will be enthralled by the spectacle and associate Mastercard with online shopping. The activation will give audiences a oncein-a-lifetime solution to a relatable shopping problem, increasing association of Mastercard as the go-to card-on-file for online purchases. Paid Media Collateral Mastercard will post video footage from the activation on their social channels, with a small budget dedicated to boosting the content through paid media. Social content will capture attention through the novelty of the technology, while also reinforcing that Mastercard is the go-to card for digital and online payments.

Earned Media Boost National and regional media is predicted as a result of the activation.

1. https://www.eventmarketer.com/article/five-strategies-for-elevating-events-with-augmented-reality 2. https://www.digitalcommerce360.com/2019/03/26/millennials-online-shopping

Smorgasburg Tap-to-Pay

When: July - August Where: New York City, Los Angeles

Mastercard will create a four week interactive display at Smorgasburg, a recurring outdoor food festival in New York City and Los Angeles. Every weekend, Smorgasburg attracts around 50,000 people, showcasing food from over 100 local vendors. 1 Our target audiences are frequently seen at this event, using their card for quick-service food payments from food-truck style set ups, but likely underutilizing contactless payment that would allow them to more quickly and easily navigate the crowded event.

The goal for this activation is to encourage visitors to use their contactless cards to purchase food, keeping Mastercard top-of-mind in the process and allowing them to take control of their experience. Mastercard will provide a branded screen display featuring an interactive map, allowing customers to look at every vendor in attendance and order food items on the screen. This display will include a tap-topay system so customers can pay before picking up their food. Once their order has been placed, customers will stand in the restaurant’s speedy “pick-up line,” avoiding the hassle of pulling payment later. By creating a unique ordering system, Mastercard will be giving consumers control over their experience with a new and convenient way to eat at Smorgasburg. The event will be promoted on social media channels throughout the four week period.

Paid Media Collateral Mastercard will utilize paid social media in the New York and Los Angeles market to promote their presence at the event.

Earned Media Boost Local and regional media will promote awareness of the technology, driving consumers to the activation.

1. https://www.smorgasburg.com